Dove nixes N.J. 'Armpit of America' billboard. It stunk!

Mar. 5, 2014
|

Dove nixed this ad / Unilever

by Jessica Durando, USA TODAY Network

by Jessica Durando, USA TODAY Network

Good call, Dove. The company decided to ditch a billboard advertisement telling New Jersey residents to take being called "The Armpit of America as a compliment" after people complained.

Unilever, Dove's parent company, headquartered in Englewood Cliffs, N.J., said the billboard will not run in July, the Associated Press reports.

The advertisement plan started to draw flak after The New York Times wrote about it in late February.

The billboard would have promoted the new line of deodorant, Dove Advanced Care. Dove wants consumers to consider armpits as "beautiful."

"We take feedback from our community very seriously and have decided that we will not be running this billboard advertisement," Unilever said in an e-mailed statement Tuesday to the AP. "We did not wish to cause any misunderstanding and apologize for any offense."